We all have our (healthy) obsessions — some people dote after their pets, others spend a lifetime perfecting their knitting. And as our hobbies became more accessible through digital transformation, many auto part retailers remained rooted in the past, and getting the right parts and instructions to maintain and service vehicles continued to be a hassle. CarParts.com sought to change that and help everyday drivers get back on the road by making it simple to find the right parts, accessories, and vehicle information. Everyone from folks just looking to make a simple repair to lifelong auto DIYers can effortlessly find exactly what they need on CarParts.com.
The CarParts.com team wanted to deliver more tailored, unique experiences, but they soon realized their legacy marketing cloud couldn’t keep up with evolving consumer demands for personalization. The marketing team wanted to move beyond simple batch-and-blast campaigns, but that wasn’t going to happen without a change in technology. To get anything off the ground, the team required significant IT and engineering resources, which stretched out launch timelines and made trying anything new difficult. In addition, their legacy marketing system couldn’t even begin to process the large amounts of historical, real-time, and catalog data CarParts.com was collecting.